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Mock the Toast | 05.12.25

Mock the Toast | 05.12.25

Latest in Non-Alc Brand Moves, Distribution and Openings

Jose Diaz
May 12, 2025

^{everything zero to low-alcohol}

Brand Moves

oHHo debuts new White Peach & Lemon Seltzer, a THC seltzer with mood-boosting benefits, fast effects, and zero hangover—all at 20 calories. (weareohho.com)

TÖST adds Sangria to the lineup. (instagram.com)

Botivo teases limited-edition product. (linkedin.com)

Go Brewing launches new, gluten-free Freedom Hazy. (linkedin.com)

Hedlum debuts limited-edition Lemon Lime Beats. (hedlum.com)

Mash Gang honors sports parents with a cheeky NA beer survival kit giveaway for sideline season. (mybeerbuzz.blogspot.com)

Athletic Brewing becomes Major League Fishing’s exclusive non-alc beer sponsor through 2026. (thebasscast.com)

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Pour Decisions

^{sharing real mistakes and lessons from non-alc founders & operators}

Kicking off on 5/15 and running every other week, Pour Decisions is a bite-sized segment in Mock the Toast that turns real founder missteps into quick, actionable lessons.

Pulled straight from the trenches of the non-alc world, each entry highlights overlooked mistakes and the hard-earned insights that followed—so others can build smarter, faster, and with staying power.

Distribution & Openings

Three Spirit launches at DeCicco & Sons in New York. (linkedin.com)

APLÓS now available at Wegmans. (instagram.com)

Seabourn’s Zero@Sea program elevates alcohol-free cruising with premium, sustainable, and inclusive beverage experiences. (whereischrissytoday.com)

Darling Drinks launches NA beers at Whole Foods. (morningstar.com)

Sober AF in Tacoma offers alc-free drinks and events. (king5.com)

Sponsored

Showcase your non-alc brand to top U.S. trade buyers at the 2nd Annual International Non-Alcoholic Competition—open to global entries. Get evaluated by leading importers, distributors, retailers, and mixologists ready to discover the next standout brand. (Enter by June 20)

Spillover

US wine faces generational shifts and demand drops, but reinvention and premium growth show resilience, not collapse. (thedrinksbusiness.com)

Cannabis-infused drinks are gaining traction and already disrupting alcohol sales, despite regulatory hurdles across states. (nypost.com)

Careers in Non-Alc

^{Sales | Curious Elixirs}

^{Key Account Exec-Non-Alc | Molson Coors}

Visit the full job board here.

Non-Alc Retail Presence